The goal of the study is to help expand an existing model by incorporating two important constructs, ‘Trust Belief’ and Perceived Risk’ as new constructs in the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Accordingly, this research will utilize data collected from cross-sectional surveys. The study comprised a total of 398 participants, whose responses were analyzed using Partial Least Squares Structural Equation Modeling. This research hypothesizes that Trust Belief (TR) plays a mediating role in the association between Perceived Risk (PR) and Behavioral Intention (BI). The findings of this study show that trust belief facilitates the negative association between a consumer’s degree of perceived risk and their intention to embrace new technologies (behavioral intention).
Alomran, A. M. (2025). The Moderating Role of Trust Believe in Consumer Adoption of New Technologies. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 9(2), 231-270. doi: 10.21608/mfth.2025.453267
MLA
Abdullah M. Alomran. "The Moderating Role of Trust Believe in Consumer Adoption of New Technologies", مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 9, 2, 2025, 231-270. doi: 10.21608/mfth.2025.453267
HARVARD
Alomran, A. M. (2025). 'The Moderating Role of Trust Believe in Consumer Adoption of New Technologies', مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 9(2), pp. 231-270. doi: 10.21608/mfth.2025.453267
VANCOUVER
Alomran, A. M. The Moderating Role of Trust Believe in Consumer Adoption of New Technologies. مجلة کلية السياحة والفنادق - جامعة مدينة السادات, 2025; 9(2): 231-270. doi: 10.21608/mfth.2025.453267
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